British Airways - Milan Takeover

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How do you disrupt one of the biggest events on the fashion calendar and connect with Italian travellers, encouraging them to visit London?

Creating Advantage

39m impressions across, Instagram, Twitter, Facebook and online media.

186 items of media coverage – and counting – secured globally including in Vogue Italia, The Times, Mail Online, Hello Magazine and The National in the Middle East.

174K engagements across social media channels.

Collaborated and built relations with Jo Malone, Oliver Bonas and The Berkeley Hotel.

Project Leader

Our approach was centred around the objective to disrupt Milan Fashion Week in order to raise awareness of the British Airways Milan – London route - we responded by making British Airways synonymous with fashion, travel and style.

By collaborating with renowned British designer and paper artist Zoe Bradley to create a paper dress bespoke for British model Suki Waterhouse it enabled us to tell a unique and visual story that brought to life the aspiration of the brand. The dress and the talent spoke to a fashion minded audience during one of the biggest events on the fashion calendar and connecting fashion capitals Milan and London.

We worked with an array of British brands including The Berkeley Hotel, London to help amplify Britishness by hosting an exclusive afternoon tea event for influencers, media and corporate customers which also included a special catwalk show featuring British Airways cabin crew uniforms through the ages.

We had a rich suite of content which was shared across social and traditional media channels for a number of weeks which was also supported with a behind the scenes video posted on social media in Italy. The campaign also included a radio partnership in Milan to help drum up public excitement in advance, during and post the event to encourage people to experience more of Great Britain by travelling to London. The social posts for this campaign returned the highest engagement levels to date for British Airways.